Positioning the product or company on the market is achieved with visual identity. Adjustment to market changes, technological novelties and other factors that affect on it, not only visual identity (but also complete company behavior towards costumers, business office appearance, addition of services and changing all other segments) requires periodic redesign. With it, it is wanted to improve companies existing market status, with holding on to basic characteristics that affect on its recognizability and credibility among the consumers. Over the past few years it came to rebranding most of Croatian banks that passed in ownership of foreign companies. With that, on some redesigns it came to bigger or smaller loss of recognizable visual characteristics that were present in previous forms.
This paper investigates how many redesigned visual identity stayed recognizable according to primary characteristics. The purpose of this study had been to establish how much it is relevant for Croatian companies, which are going in ownership of foreign companies, to pain to apprehend as much as possible of recognizable characteristics, such as color and company name.